HAYATI, Sri (2021) Pengaruh Investasi Pemasaran Relasional dalam Membentuk Kapasitas Holistik Tacit dan Pengaruhnya terhadap Kinerja Pemasaran serta Persepsi Konflik: Studi pada Bank Perkreditan Rakyat di Indonesia. Doctoral thesis, Universitas Jenderal Soedirman.

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Abstract

The general objective of this research is to develop a theoretical approach in the field of relationship marketing by proposing a new construct of Holistic Tacit Capacity, to boost bank performance and reduce the level of conflict. The population of this research is all BPR in Indonesia referring to the Association of Rural Banks Owned by Regional Governments throughout Indonesia (Perbamida) and the Association of Indonesian Rural Banks (Perbarindo) with a population of 1586 banks. The sampling technique employed was purposive sampling, with the criteria that respondents who held positions of directors at the same financial institution, at least 1.5 years. The statistical analysis tool used is Structural Equation Modeling (SEM) because the model tested is quite complex, namely three independent variables (efforts to build confidence, efforts to build social relationships, efforts to provide special treatment), tacit holistic capacity variables, and two outcome variables, namely business performance and conflict perceptions. The results show that three forms of relational marketing investment have a positive impact on tacit holistic capacity. The holistic tacit capacity affects marketing performance positively and negatively on conflict perceptions. The theoretical implication is that relational marketing investment is proven not only important from consumer side, but also to form certain competencies at the leadership level which further helps in achieving performance targets and reducing conflict. Various implications can be drawn and become practical guidelines as discussed.

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